OpenAI's AI chatbot, ChatGPT, is getting a significant upgrade to its shopping capabilities, making it a more useful tool for online research. The update, which starts rolling out today, will allow ChatGPT to display handy product cards with images, prices, and star ratings for certain queries, making it easier for users to compare products and make informed purchasing decisions.

According to Adam Fry, OpenAI's ChatGPT search product lead, the new feature is designed to address the limitations of ChatGPT's previous shopping capabilities. Before the update, ChatGPT didn't provide up-to-date prices or visual images of products, making it difficult for users to get a comprehensive understanding of their options. The new product cards will provide users with a more organized and easy-to-read format, complete with prices, star ratings, and other relevant details.

The recommendations provided by ChatGPT are organic, meaning they are not sponsored or influenced by advertisers. However, OpenAI does work with partners to ensure that the prices displayed are up-to-date, although the company declined to disclose the identity of these partners. In a demo, Fry showed how ChatGPT can pull up three top picks for a specific query, such as "best espresso machines under $200 that are great for making lattes and nice for small counter space," complete with product cards and detailed descriptions.

If a user clicks on a product card, a Google Shopping-like sidebar will pop up, providing more information on where to buy the product and user reviews from various websites, including Amazon, Best Buy, and Reddit. Users can also ask ChatGPT specific questions about a product by clicking on the "Ask about this" button. Fry explained that the design of the sidebar was inspired by the familiarity of structured information, incorporating prices and images in a way that users are accustomed to.

However, the new feature is not without its limitations. When asked about a product that is not yet available, such as the Nintendo Switch 2, the results were not as accurate. ChatGPT acknowledged the high demand for preorders but provided some questionable results, including a $710 listing on eBay and a platform called "Store Collectibles" that could not be found on Google. This highlights the importance of double-checking the information provided by ChatGPT, as with any other generative AI tool.

The shopping updates will be available to all ChatGPT users, including those on the free tier, starting today. This comes on the heels of OpenAI's initial release of its search engine within ChatGPT in October, which has seen 1 billion web searches in the last week alone. Additionally, OpenAI is now allowing users to message or call 1-800-CHATGPT from WhatsApp to get answers from ChatGPT, similar to calling the same number from a phone.

The enhancements to ChatGPT's shopping capabilities are a significant step forward for the AI chatbot, making it a more useful tool for online research and potentially changing the way people shop online. As the technology continues to evolve, it will be interesting to see how ChatGPT and other AI tools shape the future of e-commerce.